New Holland Brewing Company and Pabst Brewing Company Announce Craft Beer Partnership

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New Holland beers including award winning Dragon’s Milk to be
available nationwide

HOLLAND, Mich.–(BUSINESS WIRE)–New Holland Brewing Company (New Holland) Founder and President Brett
VanderKamp and Pabst Brewing Company (PBC) Chairman Eugene Kashper
announced today that the two companies will enter into a long-term
partnership agreement, effective first quarter 2017. The partnership
will focus on the national distribution and sales of New Holland’s full
portfolio of craft beer.

“This partnership allows us to distribute our beer brands to more
consumers throughout the country by leveraging PBC’s robust sales and
distribution platform,” said VanderKamp.

Once the partnership is fully implemented, PBC’s sales force will sell
all of New Holland’s beers to wholesalers nationwide as part of PBC’s
high-end portfolio. New Holland, entering its 20th year, will remain
independent and will continue to manage all other business functions for
its beers, including production, marketing, and finance. All beers will
continue to be brewed in Holland, Michigan, and New Holland’s spirits,
restaurant and retail operations will continue to operate as they
currently do.

“We are excited to be joining forces with Pabst as we combine the
strengths of two great American companies,” said VanderKamp. “Pabst’s
management of our wholesale network will help us accelerate growth and
drive success at the shelf.”

The partnership will increase market share for New Holland’s award
winning Dragon’s Milk year-round bourbon barrel stout, which will help
it become a truly “unlimited release.”

“We are thrilled to be working with Brett and New Holland,” said
Kashper. “Brett is a passionate brand owner who knows his business. He
is programmed with the DNA of New Holland’s brands and is committed to
using our platform’s capabilities to maximize success. This is a true
long-term partnership on both sides.”

The partnership also allows PBC to increase its varied product offerings
and strengthen the company’s participation in the craft beer segment.

“Five minutes into my first conversation with Eugene, I could tell I was
going to like this guy. He is very entrepreneurial and Pabst has a very
unique view on partnerships,” said VanderKamp. “He understood our desire
to remain independent while finding ways to insure our long term
success. We quickly found that we share similar visions on building
successful brands and being creative in a rapidly changing industry.”

About New Holland Brewing Company:

New Holland Brewing Company’s deep roots in the craft industry go back
to 1997. Our role as an integral member of the artisan approach is
something we take seriously, yet engage in lightheartedly. We believe
the art of craft lives in fostering rich experiences for our customers,
through creating authentic beer, spirits and food while providing great
service. Recognized for our creativity and artistry, our mission to
improve the lives of craft consumers everywhere is seen in our diverse,
balanced collection of beer and spirits. New Holland’s beers include
Dragon’s Milk, a year-round bourbon barrel stout, which has won several
industry awards; Ichabod Pumpkin Ale; The Poet Oatmeal Stout; Mad Hatter
IPA, and Hoptronix Double IPA. For more information, please visit: www.newhollandbrew.com.

About Pabst Brewing Company:

Since 1844, Pabst Brewing Company has been American-owned and operated,
and is North America’s largest privately held brewing company. Pabst’s
portfolio includes iconic brands with deep ties to America’s heritage,
such as its flagship Pabst Blue Ribbon and others such as Ballantine
IPA, Lone Star, Rainier, Schlitz, Old Style, National Bohemian,
Stag, Stroh’s, and Old Milwaukee. For more information about Pabst,
please visit: www.pabstbrewingco.com.